Outside of the overtly rave-y poster design, promise of drugs, and random list of DJs, it’s worth wondering how far this event—which skews suspiciously similar to the recent Goop Wellness summit—will stray from an average rave.
Carley Schumann, the brand relations manager behind the event, says Dusk Till Dawn is not a rave, although it’s “totally both” a festival and wellness event. She adds that it’s also not meant to compete with Coachella itself; indeed, it’s not geared to any particular audience outside of people with an interest in art, beauty, and design—as well as those who “just like want to party and have a good time in an incredible neon desert wonderland environment.” (This sounds, suspiciously, like it’s actually geared to…well…everyone).
But if an event like this is purportedly not out to lure the I’m-so-over-Coachella crowd, maybe it should. After all, we’re in an era where popular wellness brands are embracing counterculture in surprising ways (remember when Goop penned an article on how ayahuasca was having a “moment?) What’s more, medical marijuana and wellness are becoming increasingly inextricable—and lucrative—global businesses (paywall).
Wellness “festivals” are also nothing new. Last year, Fast Company speculated whether they could eventually grow as big as Coachella—sending one brave reporter to Wanderlust in Santa Monica, a nearly-decade old wellness celebration offering yoga en masse and various other group fitness and spiritual activities. The event’s co-founder, Sean Hoess, told Fast Company that the festival’s main demographic—college-educated women in their late 20s to 40s—flock to Wanderlust because they’ve essentially “aged out of Coachella but are still looking for a fun, festive experience that is much more balanced and aligns with where they are in their lives now.”